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Seagram to consolidate US media

- Seagram America has kicked off a review to consolidate $30 million of its media buying business for four of its spirit brands.

- Seagram America has kicked off a review to consolidate $30 million of its media buying business for four of its spirit brands.

The brands under review are Seagram's Gin and Chivas Regal, which are handled by TBWA Chiat/Day, New York, and Crown Royal and Captain Morgan rum, handled by Grey Advertising.

It is understood, however, that the review could be expanded to include other Seagram alcohol brands, representing a further $100 million worth of billings. This could include brands such as V.O. Canadian whisky, Glenlivet scotch, Godiva liqueur and the new Sundsvall vodka

The move follows that of rival Diageo, which announced plans to consolidate its $200 million global media buying business with one agency later this year.